Why Are Phones, Laptops and Consoles Getting More Expensive in 2026?

Apple, Samsung, Google and Nintendo all raised prices this year. The main cause: a global memory chip shortage driven by AI data centres. Here's why.

If it feels like every gadget got more expensive this year, you're not imagining it:

Apple raised Mac and iPad prices in June by $100 to $300, then iPhone 17, iPhone Air and iPhone 17e prices by $100 in September.
Samsung raised US Galaxy S26 prices by $100 to $200 in October, according to one report.
Google's Pixel 11 phones launched $100 higher than last year.
Nintendo raised the Switch 2 to $499.99 in the US on September 1.

There's one main reason behind most of it: memory chips.

The short version

AI data centres need enormous amounts of memory. Chipmakers are prioritizing that more profitable business. That leaves less memory for phones, laptops and consoles, so its price has shot up, and device makers are passing the cost on to you.

The longer version

1. AI eats memory

The chips that train and run AI models need special high-bandwidth memory (HBM), and lots of it. HBM is made on the same production lines as the regular memory (DRAM) in your phone and laptop.

One industry estimate says data centres will use about 70% of high-end memory production in 2026.

2. Chipmakers follow the money

Memory makers have shifted production toward AI. Micron even announced in late 2025 that it would stop selling its consumer Crucial memory brand to focus on supplying the AI market.

3. Prices exploded

Market tracker TrendForce reported regular DRAM contract prices rising 90% to 95% in a single quarter at the start of 2026.
J.P. Morgan estimates DRAM prices will have risen more than 400% from the start of 2024 to the end of 2026.
Gartner expects memory prices to climb about 130% by the end of 2026, pushing average PC prices up about 17% and smartphone prices up about 13% compared with 2025.

Apple specifically said its June Mac price increase came from increased component costs caused by the memory shortage.

How long will it last?

Nobody knows for sure. New memory factories take years to build. Some industry voices have warned the squeeze could last for years, and forecasts change often, so treat any end date with caution.

What it means for you

Buy what you need, once. Memory can't be upgraded on most modern laptops and phones, so getting the right amount upfront saves money. See how much RAM do you need?
Look at last year's models. Older stock bought before price increases is often a better deal.
Consider refurbished. Apple, Samsung and many retailers sell certified refurbished devices with warranties.
Watch for sales. Retailers still discount heavily during big sales events, sometimes below the old prices.
Keep your current device longer. A new battery or more storage can extend its life cheaply.